Roltomrolety | Performance Max
Sneak Peek
In March 2022, Roltomrolety, an emerging online store in Poland, initiated a collaboration with our digital marketing team to enhance their sales in a highly competitive market of configurable home products. Their primary goal was to elevate sales and enhance brand recognition amidst a crowded field of similar offerings. Our strategy focused on Google Ads, particularly Performance Max campaigns, targeting specific product categories such as Blind Accessories and Blinds.
The results were transformative. By implementing targeted campaigns and overcoming challenges like integration with Google Analytics 4, we achieved significant increases in Return on Ad Spend (ROAS). For instance, in the early stages of 2023, we reached a ROAS of nearly 500% for accessories and over 450% for blinds, marking a substantial improvement in both sales and market presence. The success of this strategy not only boosted Roltomrolety’s sales but also laid the groundwork for further expansion into international markets.
Team Involved
Project Manager
Google Ads Manager
About the Company
Roltomrolety is an online store that has been operating in the Polish market since March 2022. The store specializes in selling products from a configurator – interior blinds, exterior blinds, mosquito nets, and accessories for blinds. The brand itself was established shortly before the creation of the online store, and its biggest challenge was standing out in the online space amidst a very wide range of competitors, who also offer blinds from a configurator. The Roltomrolety brand had low recognition, which resulted in unsatisfactory sales levels. In October 2022, we began our collaboration in the scope of Google Ads campaigns, which is ongoing to this day.
Problems and Challenges
The first challenge was to increase the existing sales in the store, which were at a maximum of 30,000 PLN per month. The second significant challenge was the wide competition that also offers products from a configurator, making it difficult to stand out in search engine results with a similar assortment and similar prices. Additionally, the limited budget and the client’s doubts regarding the Google Ads campaign posed a challenge, as the approach was more of a test to see if we could achieve better results.
A major challenge was the integration of the website module with the new version of Google Analytics 4. In the initial months within the GA4 system and Google Ads campaigns, we saw significantly lower sales results than what was actually happening in the e-commerce store. After many weeks of consultation between the client’s developers and MTA analysts, we finally implemented the correct setup, allowing for accurate data interpretation. This revealed that the results of our campaigns were much better than what the Google Ads system had been previously showing.
Campaign Objective
The objective of the campaign is to increase sales in the store with a primary focus on products from the configurator. Initially, it was challenging for us and the client to determine the desired KPIs due to the aforementioned analytical issues, which made their estimation difficult. Currently, the established KPIs are a ROAS of 500% for blinds accessories and 400% for products from the configurator (blinds). We follow a “step by step” approach, as the client ultimately aims to achieve a ROAS of approximately 700% from our campaigns (for products from the configurator) to maximize sales profits and scale our efforts.
Strategy
The first step was to set up and configure the Google Merchant Center account and connect the client’s product feed to it.
Due to the limited budget, our initial strategy relied on Performance Max campaigns, divided into selected product categories from the feed: Blind Accessories (low prices, high demand, lower margin) and Blinds and Mosquito Nets (products from the configurator, more profitable in sales). Additionally, we decided to divide the blinds campaign into Assets based on blind categories – exterior and interior.
To support the Performance Max campaigns, Dynamic Search Ads (DSA) campaigns were planned. This was intended to test the effectiveness of text ads and capture potentially high-converting phrases at a low cost. However, it quickly became apparent that compared to the Performance Max campaigns, the DSA campaigns were performing poorly. After 3 months of collaboration, we made the decision to disable the DSA campaigns and rely solely on the Performance Max campaigns with the aforementioned product divisions. During January-February 2023, temporary remarketing campaigns were introduced to support the Performance Max campaigns in the Google advertising network. These campaigns informed customers who abandoned their shopping carts about a 5% discount.
Comparison of results over time
ROAS (+60.97%)
Conversions (purchases) (+57.68%)
Conversion value (+125.21%)
Impressions (+55.23%)
Clicks (+42.15%)
Average CPC (-1.57%)
The results of the campaign in November 2022 were impressive. The campaign for accessories quickly achieved the desired Return on Ad Spend (ROAS), although there was still room for improvement in the campaign for blinds.
During the initial months of collaboration and testing different campaign types such as Dynamic Search Ads (DSA) and remarketing in the Google Display Network, we discovered that the Performance Max campaigns, especially those promoting accessories for blinds, yielded the best results. In targeting both campaigns, we utilized signals based on searched keywords, website visitors, as well as in-market and life event-based audiences. All assets had dedicated creatives tailored to the specific products, including accessories for blinds, as well as indoor and outdoor blinds.
The primary goal of the campaigns was, of course, to drive purchases. However, in addition to that, we monitored the entire purchase path on the account, including conversions for adding items to the cart and starting the checkout process. For the first two months, both campaigns were exclusively based on the maximum conversion value strategy. However, for the accessories, we transitioned to a target ROAS strategy in the second month of collaboration, resulting in approximately 112 purchases and a ROAS of 400%. Nevertheless, we were aware that our campaign data could potentially be even higher, as indicated by the results in the client panel. However, due to analytical challenges, it took us a while to prove that our campaigns were generating the expected effect. In early December 2022, we also implemented the target ROAS strategy for the configurator product campaign, achieving a result of 240% ROAS for blinds and 473% for accessories that month.
Meanwhile, in the campaigns, we tested various audience signals and assets, continuously modifying bid strategies based on the target ROAS.
- In February 2023, we achieved a ROAS of 400% for accessories and 339% for blinds in our campaigns.
- In March 2023, we reached the targeted ROAS of 496% for accessories and 453% for blinds.
- In the record-breaking month of April 2023, we achieved a ROAS of 495% for accessories and 513% for blinds.
The above chart illustrates the changing trend of ROAS (Return on Ad Spend) over time.
The above chart from the client’s CMS clearly shows that sales began to increase around October-November 2022.
What’s next?
Currently, we are scaling the client’s budget, and we have separated the campaigns for blinds and mosquito nets. In the near future, our goal is to achieve the mentioned 700% ROI from our campaigns, following a “step by step” strategy when it comes to target ROAS on the account. Reaching the target of 700% ROI will result in increased profit from sales, benefiting the entire client’s business. Additionally, we recently expanded our collaboration to the German market, and we have plans to further expand our activities to other international markets.
Testimonial
Our store is a fresh project and the first one executed by our team. We didn’t have much experience in paid advertising. We received a recommendation to contact the MTA Digital team. We gave the agency a vote of confidence, initially collaborating in just one area, but we are so pleased with the results that we now have several ongoing collaborations and more in the pipeline.
The excellent communication and personalized approach both deserve praise. Our account managers, Dorota and Andrzej, respond quickly to our suggestions. The MTA employees often show initiative and come up with good ideas themselves.
All actions are regularly discussed in online meetings.
The results, which speak for themselves, along with the excellent communication, make us sincerely recommend working with the MTA Digital team
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